Customer Data Platform Examples of Innovative Use Cases
December 23, 2024Customer data platform use cases span enterprise functions and industries. We asked CDP industry leaders for examples of innovative use cases. Here are their responses.
Customer Data Platforms and AI
CDPs and artificial intelligence work together to help businesses understand their customers. Generative AI can analyze customer data and create tailored responses.
“CDP-driven AI helps ID at-risk customers and engage them with personalized retention offers. A bank can analyze customer interactions, transactional data, and app usage to spot churn signals. AI triggers tailored outreach, such as a call or email, w/ relevant benefits, reducing churn and boosting loyalty. This aligns teams with real-time insights, enabling proactive, data-driven retention efforts,” explains Janet Jaiswal, Global VP of Marketing, Blueshift.
“We work with an Enterprise that is using our CDP’s single view of customer and all of their interactions to power their AI workbench, which makes decisions about which experiences are generating the best outcomes that our CDP passes to their experience platforms so they can refine their targeting to prioritize targeting customers with the best chance of generating a positive outcome,” says Damian Williams, CTO, n3 Hub Ltd.
“A leading national retailer used an AI Decisioning system to drive more in-store visits and boost customer LTV. Their performance in Salesforce Marketing Cloud had plateaued, but AI agents learning from all their data automated targeting and frequency decisions, lifting performance by 22%. It’s a clear example of how AI can drive results while saving marketers time and effort,” says Tejas Manohar, Co-Founder and Co-CEO, Hightouch.
“An innovative CDP use case involves GenAI for hyper-personalization. GenAI analyzes customer data to craft tailored texts and visuals, boosting engagement and click-through rates. For example, it optimizes banner performance by identifying messages that resonate with specific segments, ensuring interactions are relevant and impactful, enhancing customer experiences and marketing efficiency,” says Guus Rutten, Managing Director, GX.
CDP Use Cases in Industries
Customer data platforms can handle the needs of specific industries such as insurance, retail, and publishing. E-commerce can also benefit from a CDP. See customer data platform use cases below:
“One of our insurance customers used the CDP to improve response rate to outbound calls. A missed call was immediately sent to CDP from the call center CRM which would trigger a marketing automation WhatsApp journey to collect a follow-up slot. The slot would be communicated back to the contact center,” explains Subra Krishnan, CEO, Lemnisk.
“Composable CDPs are solving Retail Media use cases. Bol.com, a leading European e-commerce platform, has its media team building RMN audiences directly from their data warehouse with their Composable CDP. Those audiences drive advertising sales and power millions of viewable monthly impressions. Composable CDPs can also be used to launch and expand media offerings to 50+ offsite ad channels,” says Tejas Manohar, Co-Founder and Co-CEO, Hightouch.
“A fashion company activated geolocalized drive to store advertising campaigns for customers mixing website behaviour and CRM orchestrated by their CDP, then connected paid media interaction and instore conversion to their Customer Data Platform and send those data to a Cloud Datawarehouse where they were able to define a Customer Deterministic Attribution of digital activities,” says Andrea Belletti, Head of Customer Data & Activation, BitBang S.r.l.
“One of our publishing customers used BlueConic to implement an article-gifting feature that allowed subscribers to share articles with friends and family, who could then bypass the paywall by registering an email address. This greatly increased their acquisition of known users and email addresses while also increasing subscriber tenure and drawing new subscribers into their ecosystem,” explains Cory Munchbach, CEO, BlueConic.
CDP Real Time Use Cases Across Channels
Customer data platforms can work across channels to personalize customer journeys. Additionally, CDPs work in real time to implement campaigns and improve engagement.
“CDPs use real-time data to personalize customer journeys across multiple channels. In e-commerce, they process live behaviors like browsing or cart actions and unify them with past interactions. A cart abandoner might get a push notification with a discount within seconds. This real-time orchestration, powered by predictive algorithms, boosts conversions and enhances the customer experience,” says Janet Jaiswal, Global VP of Marketing, Blueshift.
“Next-Best-Action (NBA) use case, leveraging ML and propensity modeling for omnichannel personalization. NBA predicts customer actions using CDP data, delivering tailored messages on the right channel at the right time. A feedback loop refines predictions, while CMS integration enhances content delivery, enabling personalized, data-driven journeys and seamless martech synergy,” explains Guus Rutten, Managing Director, GX.
“Companies are improving acquisition strategy by matching 3rd-party prospect lists against 1st-party and reference data to pick the best prospects (high propensity and low risk) and avoid wasting resources on existing customers or poor risks. The CDP resolves identities in real time and pairs smart data from the CDP with an accurate, innovative decision engine to drive real-time results,” says Steve Zisk, Product Marketing Principal, Redpoint Global.
“Customers have implemented real-time campaigns to respond to customer behaviors, enhancing engagement and improving business results. For example, a marketing team analyzed customer data to identify behaviors typical of customers transitioning from in-store to online shopping, leading to a significant increase in conversion rates,” explains Ben Tepfer, Director of Product Marketing, Optimove.
“CDPs enable real-time personalization in omnichannel marketing by dynamically adjusting content to customer behavior and live data. A retailer can deliver tailored product recommendations in emails or apps by integrating purchase history, preferences, and inventory. This seamless experience boosts engagement, drives conversions, and transforms customer journeys into individualized experiences,” says Megha Singh, Senior Content Marketing Manager, Algonomy.
CDPs, Single Customer View, and Segmentation
Customer data platforms create not only a single customer view, but also segmentation. This enables marketers to hyper-personalize and maximize customer engagement.
“Some companies use CDPs to develop a single “entity” view of farm acreage, vehicles, IoT devices and other entities, extending the single view beyond an individual customer/household. Optimizing crop production, fleet efficiency, and smart device usage are all examples of creative CDP use cases that recognize there are other entities that relate to a customer, making for powerful combinations,” says Steve Zisk, Product Marketing Principal, Redpoint Global.
“By utilizing Optimove’s integrated CDP, clients have created hyper-personalized segments and executed campaigns seamlessly, maximizing customer lifetime value while minimizing communication overload. One was able to save millions of dollars by analyzing which customers were most likely to make a purchase and deciding not to offer them a discount,” explains Ben Tepfer, Director of Product Marketing, Optimove.
“CDPs empower businesses to optimize campaign performance through advanced audience segmentation. For instance, a retailer can identify high-value customers at risk of churn and target them with exclusive offers or tailored re-engagement campaigns. This data-driven approach enhances retention, maximizes ROI, and fosters long-term customer loyalty,” says Megha Singh, Senior Content Marketing Manager, Algonomy.
We hope you enjoyed reading about CDP examples of use cases. Thank you to our participants! You may also enjoy reading our series of blog posts on CDP Best Practices, including:
